- Iconic RTD brand taps into £10.8m peach segment, currently growing by +42% year on year*
- Peach variant developed to meet rising consumer demand for sessionable, fruit-led drinks
- 440ml and 70cl formats roll out nationwide this April
Hooch, the iconic RTD brand renowned for bringing bold flavour and unmistakable fizz to the drinks aisle for over three decades, has unveiled its latest flavour innovation – Peach Hooch.
Bursting with plump, juicy peach notes and finished with its signature Hooch fizz, the new variant is set to inject a fresh twist into fridges and back bars across the UK this spring.
Blended with a smooth vodka finish at 3.4% ABV, the result is a sessionable, fruit-forward RTD that balances sweetness with refreshment, delivering the unapologetic, playful edge expected from Hooch.
The launch comes as peach continues to gain momentum across the drinks industry, cementing its position as one of the fastest-rising flavours. In the off-trade alone, Peach RTDs are now worth £10.8m, with sales climbing +52.4% year-on-year to reach 4.1 million units at value up +42%*. This surge reflects growing consumer demand for flavour-led innovation, a trend that Hooch is capitalising on in the on-trade, Hooch has firmly established itself as the fastest growing RTD, with sales increasing by 47%** as continued flavour innovation drives growth across its portfolio and delivers increased sales across all SKUs.
The introduction of Peach Hooch builds on the success of Cherry Hooch, which joined the range last year and successfully broadened the RTD brand’s flavour portfolio, reinforcing the role of NPD in unlocking incremental category growth. The launch also forms part of Hooch’s continued evolution of its 30th anniversary in 2025, a milestone that celebrated three decades of disrupting the RTD space with bold, flavour-led innovation while signaling a renewed focus on future-facing growth.
Jacob Barrett, Senior Brand Manager at Hooch, commented: “Peach is one of the strongest performing flavours in the category right now, so it felt like a natural next step for the Hooch portfolio. Following the success of Cherry Hooch, we’ve seen firsthand how flavour innovation can drive incremental growth. Peach combines that in-demand, fruit-forward profile with our signature fizz to deliver a highly sessionable RTD that we’re confident will perform strongly across both on and off trade.”
Peach Hooch launches in April, available in 12-pack or 24-pack 440ml cans (RRP: £24.50 / £40.50) and 6-pack 70cl bottles (RRP: £18.50) on Amazon and Good Time In.
For further information, please visit www.hoochdrink.co.uk.
*NIQ RTD Data (Total Market) 52 w/e 27/12/25
**CGA MAT P11 2025NIQ
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